Miller Lite Crafts Coming To The Twin Cities
As you’ve likely heard already, Miller Lite is looking to tap into the growing craft beer industry by releasing three craft versions of their flagship brand, Miller Lite. The crafts - a blond ale, an amber beer, and a wheat beer - will be test marketed in the Twin Cities and 3 other markets starting in February. Rather than trying to take on the whole craft industry, Miller’s focus will be to create light beer options for consumers who are interested in drinking beers that have more flavor than a typical light beer.
From Miller’s Brew Blog:
“With Miller Lite Brewers Collection, we’re seeking to establish a whole new category for the industry — craft-style light,” says Miller Chief Marketing Officer Randy Ransom. “Miller Lite is the perfect beer to introduce this innovative product because only Miller Lite provides the ideal balance of real beer taste and refreshment. And so it makes sense that we use our expertise to brew a brand with great craft-style taste and the refreshment and drinkability American beer drinkers prefer.”
Read the full story at TwinCities.com.
Give us your take: Is this an aggressive move by a big brewer to stomp out small craft brewers, or is this just another case of the big guys not getting it?
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